MARQUETTE – Northern Michigan University students from an advertising and sales promotion class closed out the semester by competing against each other to develop a year-long advertising campaign for a Marquette hotel.
The winning team, named “Innovative,” consisted of Hollijean Jolly, Alison Jenner and Dayna Keranen from Marquette; Bradley Kompoltowicz from Plymouth, Mich.; and Colleen Klein from Hartford, Wis. They were chosen based on several criteria such as budgetary limitations, creativity, market identification and development, use of a media mix, professionalism and personal appearance.
The 35 students were divided into seven teams. Each team assumed the responsibilities of an advertising agency by coming up with appropriate names, company slogans, and corporate symbols and colors. The teams also had to select leaders who served as liaisons to representatives of the Ramada Inn.
After developing promotional proposals, the teams conducted extensive market research throughout the semester. At the end of the semester, they presented their advertisement proposals in formal presentations to Ramada Inn management.
“The experience gave students a taste of the activities involved with advertising,” said James Camerius, NMU marketing professor. “They learned that advertising isn’t an art. It’s hard, high-pressure, roll-up your-sleeves work.”